The longer you are in business, the more you need to adapt to the changing times. You are not where you were at the beginning of your business, and because of that, you may notice that some things, like your logo, are now outdated. Having a logo that no longer matches your brand can lead to disruptions, because your vision, message, and reputation could suffer. If you have noticed that you are no longer pleased with your brand, it is time to ask yourself, “Should I get a new logo?”
Here are some signs to look out for to help you answer that question:
The shape or style of the logo doesn’t fit your needs
Since more and more businesses are going online to engage with their customers through social media or build websites, you need to consider how your website looks in these spaces. For example, if your logo doesn’t look good as a website header, or if it looks tiny or pixelated, it is not going to broadcast the right message to the masses.
Consider how your logo is used and which orientation—horizontal or vertical—is best. You may also want to change the shape and size or create several variations of your new logo so that it fits wherever it is placed.
The logo is mismatched with your brand’s values
When you built your brand, you came up with a vision and some core values that helped erect the pillars of what you do. You will notice that when brands fail to think about their values, they tend to stay away from a logo that reflects those values. When you consider human psychology when building a brand, things like your brand’s values are at the heart, so you can’t create a fantastic logo without adding some heart to it. Always design visuals once you know what ideals and values your brand is founded upon. That will help get you a logo that speaks volumes.
The logo looks out of place with your marketing material
Maybe your brand’s style has evolved throughout the years and your current logo no longer looks like it belongs on official letterhead or on your merchandise. Maybe you noticed that you are leaning towards a colour for your brand that clashes with the current logo, for example. Ideally, your logo is the foundation of every visual representation of your brand, so all design choices should be stemming from the colours and typeface of the logo.
However, there are some instances where businesses have renovations that take it farther from the logo’s design. So, if you notice that the logo is clashing with the fonts you now use or the colors of your uniforms or just doesn’t feel right, it is time to get a new logo.
The logo gets questions or comments that aren’t very kind
Ask others what they think about your current logo. Ask them what they think it represents or if the logo reminds those people of anything. Also, inquire about how the logo makes them feel about your business. If your logo is decent, people will automatically associate the image with things that connect to your brand’s identity.
But what happens if those people you question are far off the mark or say very unflattering things about your logo? Well, it simply means that the logo is disconnected from your brand at the moment. It could also mean that you have been telling the wrong story.
It is important that your logo is attracting the right people and describing your brand properly. If it doesn’t do that, you need a new logo.
The logo looks like a DIY project
While it is always nice to make a logo yourself or have a good friend help so you can save some money, you will undoubtedly grow as a business and outgrow that mediocre logo. A professional touch is necessary when designing a logo, because these people usually have the correct software to polish the image and make your logo look presentable. Otherwise, your logo could be reflecting poorly upon your business. Remember, if people aren’t saying good things about the logo, there is a problem.
The logo is too complex
Look around at successful brands. Most of those brands, like Apple, Nike, Twitter, and McDonald’s, have a defining logo that you can imagine without much effort. That is because their logos are simple, not complicated. When you have far too many colours, gradients, and a mishmash of fonts, it creates visual dissonance. That doesn’t mean you can’t be creative with the design of your logo. But you also need to know that some things, like clip art, gradients, shadows, and so on are no longer popular.
Complex logoslook older and less appealing. So, if your logo is too complex or looks like it was designed in the 80s, it may be time for an upgrade.
Should you get a partial or complete logo redesign?
This is something most graphic designers are going to ask when you go to them for a logo redesign. Will you start with a blank slate? Or do you prefer keeping the general shape and elements of your logo? Sometimes, you can do a partial logo redesign if you feel that your previous logo served your company well enough and just needs some retouching. Also, if your logo has been in use for a long time, a completely new design could confuse your loyal customers.
Other times, you may be unable to salvage the logo. This is true if the colour, shapes, and fonts are all wrong. In this event, you should make your rebranding public. Talk about how you are updating your image on social media and in person. Give people a backstory behind the change so they are prepared for your new logo design.
Updating your logo is important. Look at your current logo, and if it is inflexible, is low-quality compared to competitors, is too busy, and doesn’t reflect your current brand image, it is time to alter your logo. In the end, a simple yet effective logo is going to be the best for your brand right now.